An innovative ad agency provides you with an external perspective, saving you time and resources while offering specialized expertise. They offer a holistic suite of services ranging from branding and creative development to digital marketing and PR, optimizing your return on investment and positioning you as a market leader.
As the innovative ad agency capabilities increases, agencies are expanding their services to better align with client needs. Some are focusing on AI-enabled strategies, providing hyper-personalized ads and enabling more efficient data analysis, while others have shifted their focus to the growing popularity of short-form video content like TikTok and Instagram Reels.
Many are also integrating their tech capabilities into their overall offering, leveraging marketing tactics and sales technology to drive measurable business growth for their clients. WEBITMD, for example, offers a complete marketing and technology team bundled into a single engagement, leveraging their Growth Stack to deliver a consistent brand experience across channels, while streamlining operations and reducing overhead costs.
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In addition to a strong cultural fit, it is important for clients to evaluate their agencies based on the scope and complexity of their work, as well as how they respond to project hiccups and roadblocks. Agencies that provide clear communication and structured project phases will have a higher likelihood of meeting their clients’ expectations.
In 2023, it is estimated that single established holding companies will continue to dominate the ad agency industry, with 47% of marketers selecting them for their comprehensive service offerings. However, this doesn’t mean that other smaller agencies aren’t gaining ground; the demand for a holistic approach will likely lead to increased competition between traditional and specialized agencies.